Erken Dönem Pazarlama Düşünce Okulları

Yıl 2020, Cilt: 4 Sayı: 2, 74 - 85, 22.12.2020

Eric H. Shaw D. G. Brian Jones Paula A. Mclean Çevirmen: Türkan Akıskalı

Öz

Herhangi bir akademik disiplin çalışmasında, fikirler ve kavramlar tartışılır ve münakaşa edilir. Zamanla, bu kavramlar ve tartışmalar, ilgili disiplini anlamaya yönelik bir yaklaşım veya bir düşünce okulu olarak tanımlanabilecek kitleler halinde kümelenmektedir.
Bireysel pazarlama düşüncesi okullarının erken tarihini inceleyen birçok çalışma bulunmaktadır. Bu çalışmalar arasından özellikle Hollander’in (1980) kurumsal okul, Hunt ve Goolsby’in (1988) pazarlama fonksiyonları okulu, Murphy ve Enis (1986) ve Zinn ve Johnson’nın (1990) emtia okulu ve Savitt (1990) bölgelerarası ticaret okulu üzerine yaptıkları çalışmalar öne çıkmaktadır. Bunlara ek olarak Bartels’in (1988) Pazarlama Düşüncesi Tarihi kitabı ve Sheth vd. (1988) Pazarlama Teorisi: Evrimi ve Tarihi kitabında ilk pazarlama düşüncesi ve teorisi okullarına dair önemli tartışmalar bulunmaktadır.

Anahtar Kelimeler

Pazarlama, Tarih, Teori

Kaynakça

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